OnCore Golf has hired an experienced golf executive as its new president and chief operating officer.

Joseph White, who’s been serving as an outside consultant for the Buffalo-based golf ball company, takes over at a time when OnCore has received a key United States Golf Assocation designation and is looking for a broad rollout of its product.

“To have a new ball enter the market — one that incorporates new technology, new materials, and achieves new levels of performance, but is also one that is USGA conforming — is one of the most exciting developments I have ever been involved with,” White said. “I’m intrigued by their innovative approach and am looking forward to working with OnCore to build a highly successful business focused on this next big innovation in golf.”

OnCore, based in The Inventures Group headquarters on the Buffalo Niagara Medical Campus, is currently trying to close its first round of fundraising. Its EVO ball was added to the USGA’s list of conforming equipment in late 2013, and now it must battle to gain market share in an ultra-competitive industry with name brands like Callaway, Titleist and others.

White’s most recently served as president of a franchise of more than 150 golf specialty stores in North America, and before that held positions as president of the Gary Player Group, senior executive of Dunlop Tire and Rubber Corp.’s Sports Company, Yahama International Corp. and Portman Cos.